Public Relations: Theory and Practice

The book is 270 pages thick, published by Hanoi National University Publishing House in the third quarter of 2014. (Photo: Thanh Long)

With six chapters, this small book will help readers explore the most basic mysteries, including both theory and practice of public relations in the world and in Vietnam. From the simplest issues such as terminology, concepts, and core characteristics of public relations in chapterOne, chapterTwoprovides a brief outline of the history of the formation and development of public relations in the world. Going back in history, it is clear that the roots of public relations activities have appeared and existed since the dawn of human society. But it was not until the end of the 19th century that public relations became a professional field of activity, because it fully converged the basic conditions including the high competitive heat of the economy and the need for public information transparency. In the chapterThree, readers will learn about the current professional public relations organization and operation model. Accordingly, the two models of internal public relations organization and public relations service company have been increasingly developing professionally, but still interact and coordinate with each other to excellently complete the regular and special tasks of organizations and customers. ChapterFouroutlines the basic processes for implementing public relations activities, with the view that public relations is a continuous race, in which the end of one race is the starting point of the next. For public relations activities to be effective, organizations need to have a strategic, long-term vision, and invest properly in communications and public relations. Next, for the public relations profession to develop healthily, the issue of professional ethics and professionalism in public relations activities will be discussed in the chapter.Year. Newcomers to the public relations profession will be able to visualize the path of striving and perfecting themselves to reach a professional level in the profession. As a profession that has been formed and developed in Vietnam for more than half a century, public relations has accompanied the ups and downs of the nation's history. ChapterSixwill look back at the early days of public relations in Vietnam, the forgotten years, then returned in a fresh and constantly developing way in recent times.

This book was shaped and researched by the author for more than a decade, since he was a graduate student at the University of Social Sciences and Humanities (VNU, Hanoi, 1998) and a doctoral student at the Graduate School of Communication, Sogang University (Seoul, Korea, 2010) until now. However, due to many objective reasons, the book has only now been published. During that process, we used the materials of this book to research and teach public relations subjects for undergraduate and graduate students at many journalism and communication training institutions across the country. The author is extremely grateful to teachers, colleagues, students, graduate students, researchers, family and friends who have guided, helped, commented and encouraged the author to complete the book manuscript. Because public relations is still a complex field, not yet widely studied in Vietnam, and the author himself has many limitations in research capacity, this book will inevitably have errors. The author sincerely hopes that readers will give comments and guidance so that it can be overcome in the next works. Any comments, please send via e-mail:huyenanh02@yahoo.com. Thank you very much.